Research On Marketing Strategy Of S Construction Machinery Company

Benefiting from the rapid development of the national economy,China’s construction machinery industry has developed rapidly,with its operating revenue exceeding 540.3 billion yuan in 2017 to 800 billion Yuan in 2021 and equipment holding up to 9.42 million units.The market has been transformed from an incremental market to a stock market.At the same time,construction machinery industry gradually mature,market competition because of product homogeneity has been transformed into price competition,cost competition.With the slowdown of China’s economic growth,the construction machinery industry is facing environmental threats such as the depression of the real estate industry,the frequent occurrence of the epidemic and the price rise of bulk commodities caused by the international geographical form.How should companies use their own advantages to meet the challenges? When faced with a severe economic downward pressure,relevant national government measures to increase the infrastructure construction,around the massive government issuing special bonds to reverse the cycle to adjust construction industry development,at the same time,the “dual carbon” targets and China’s Belt and Road Initiative is steady progress,the construction machinery industry is certainly a big positive,in the face of the opportunities,how should companies in the industry seize it? Therefore,this research takes S Company,a domestic construction machinery company,as an example to study the marketing strategy suitable for the current environment and provide methodology for the strategic goal of S company’s revenue exceeding ten billion yuan.Through the analysis of the macro environment,competitive environment and the development status of the construction machinery industry in China,the future development trend of the industry is predicted,which lays a foundation for the SWOT analysis of the marketing environment of S Company.Then,based on the SWOT model,the marketing environment of S company is analyzed and it is concluded that S company should adopt development strategies such as expanding the foreign market,increasing the research and development of energy-saving and green new energy products,and increasing the layout of the post-market.It puts forward that S company’s marketing situation has some problems,such as incomplete product lines,uncompetitive price,inadequate channel management and inadequate publicity,which provides direction for S Company’s marketing strategy formulation.Based on the “4P”theory analyzed the existing problems in the marketing situation of S Company and proposed marketing strategies such as increasing the research and development of new products,independent of core parts,institutionalized management of dealers,and building online VR product experience hall.Considering the company S face competition in the industry,through the “4R” theory to improve the “4P” marketing strategy,put forward the related strategy of differentiation,eternal relationship strategy and efficient response,win-win return four optimization strategy,and through the institutionalization of management,research and development team construction,cost control measures and other measures to ensure the effective implementation of the “4P”marketing strategy.Based on the analysis of S company’s marketing environment,this study combines “4P” theory and “4R” theory,and combines theory with practice to construct a set of marketing strategies for S company to implement.